文档介绍：页眉...页脚百雀羚品牌护肤品的营销策略研究摘要中国在近年以来,化妆品的普及和使用已经成为重要的消费类产品,世界化妆品市场排名第八,亚洲化妆品市场排名第二,在这么大的化妆品市场中竞争十分的激烈,经过十几年的时间,生产化妆品的企业发展的也是很多,企业之间的竞争,不仅从价格方面、销售模式方面、市场宣传方面,还从营销渠道方面和企业文化方面,以更深层和更多的形式的内容开始全面的竞争,生产化妆品企业为了应对激烈竞争和市场的种种变化,都要调整新的营销战略来接受市场挑战。本文选用百雀羚化妆品作为研究的对象,运用营销管理和企业战略管理的理论,以及SWOT分析法和波特行业竞争分析模型等方法,通过对我国化妆品市场当前的现状进行系统分析,从整个目标市场出发,评价和全面分析竞争对手相关的策略和销售模式的演变,通过深入的了解,确定竞争中的百雀羚化妆品的正确位置,以及结合羚化妆品在市场中具备的优劣势提出相应的营销战略,提供科学决策依据,从而推动百雀羚化妆品今后的发展。关键词:市场营销;营销策略;市场定位页眉...页脚AbstractChinainrecentyears,eanimportantconsumerproducts,thecosmeticsmarketrankedeighth,theAsiancosmeticsmarketrankedsecond,petitionisveryfierce,aftertenyearsoftime,theproductionofcosmeticsenterprisedevelopmentisalsoalotof,petitionbetweenenterprises,notonlyfromtheprice,thesalesmodel,marketing,frommarketingchannelsandenterpriseculture,petitionwithadeeperandmoreformsofcontent,petitionandchangesinthemarket,,theuseofmarketingmanagementandenterprisestrategicmanagementtheory,petitionanalysismodel,basedonChina'scosmeticmarketSystemanalysisofthecurrentsituation,fromtheperspectiveofthewholemarket,petitorsstrategiesandsalesmode,throughin-depthunderstanding,petitionbycosmetics,andcosmeticshaveadvantagesanddisadvantageswiththecurrentinthemarketandputsforwardthecorrespondingmarketingstrategy,andprovidescientificbasisfordecisionmakingthe100,:marketing;marketingstrategy;marketpositioning页眉...页脚目录引言.................................................................................................................................................41护肤品概况................................................................................................................................................................................................................................................................................................................................................................4